DEFINING THE COMPETITIVE

SET
WHOARE THE COMPETITORS OF DIET
COKE?
BASES FOR COMPETITION

 CUSTOMER ORIENTED
 MARKETING ORIENTED
 RESOURCE ORIENTED
 GEOGRAPHIC
CUSTOMER ORIENTED

WHO THEY ARE?

WHEN THEY USE IT?
WHY THEY USE IT?
MARKETING ORIENTED

 ADVERTING AND
PROMOTION
 THEME
 MEDIA
 DISTRIBUTION
 PRICE
RESOURCE ORIENTED

 RAW MATERIALS
 LABOR
 FINANCIAL RESOURCES
GEOGRAPHIC

LOCATIONS
MARKET AREAS
LEVELS OF COMPETITION

PRODUCT FORM
PRODUCT CATEGORY
GENERIC
BUDGET
 EX. DIET COKE
LEVEL OF COMPETITORS
COMPETITION
PRODUCT FORM OTHER DIET COLAS

PRODUCT CATEGORY OTHER SOFTDRINKS

GENERIC OTHER BEVERAGES

BUDGET FOOD AND

ENTERTAINMENT
 OVERLAPPING MARKET SEGMENTS

MARKET
SEGMENTS
GENERIC COPETITORS BUSINESS TOURISTS STUDENTS
TRAVELLE
RS
AIRLINE X X
BUS X X
TRAIN X X
AUTOMOBILE(OWNE X
D)
AUTOMOBILE (RENT) X
METAMEDIARIES

 BUNDLES DISPARATE
PRODUCTS TO FULFILL
NEEDS
 EX. AUTOMOBILE +
FINANCING+ INSURANCE +
WARRANTIES +
MAINTENANCE + SERVICE
PRODUCT STRATEGY
IMPLICATIONS
LEVEL OF MAKETING STRATEGY
COMPETITION
PRODUCT FORM Convince CUSTOMERS that BRAND is
better in the product form
CATEGORY Convince CUSTOMERS that PRODUCT
is better in the category
GENERIC Convince CUSTOMERS that the
CATEGORY is better in the Generic
category
BUDGET Convince CUSTOMERS that GENERIC
BENEFITS is the most appropriate for
the BUDGET
METHODS OF DETERMINING
COMPETITORS
 MANAGERIAL JUDGEMENT
 CUSTOMER BASED
MEASURES
 USING BEHAVIORAL DATA
 USING CUSTOMER
JUDGEMENT ( FOCUS
GROUPS)
COMPETITOR SELECTION

LEVEL OF COMPETITION

STRATEGY

SELECTIVE COMPETITOR FOCUS

THINGS TO CONSIDER IN
COMPETITORS SELECTION
 TIME HORIZON
 SHORT TERM ( I YR) PRODUCT FORM
 LONG TERM (> 1 YR) ALL LEVELS
 PRODUCT LIFE CYCLE
 EARLY GROWTH PRODUCT FORM
 MATURE PRDUCT/CATEGORY
 TECHNOLOGICAL CHANGE
 RAPID ALL LEVELS
COMPETITOR SELECTION

LEVEL OF COMPETITION

STRATEGY

SELECTIVE COMPETITOR FOCUS

ENTERPRISE COMPETITION